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Friday, February 18, 2011

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Nafa Nuksan (NN), the six-day (Monday-Saturday) business daily published from Jaipur, goes to every Tehsil headquarters in Rajasthan. It is also looking to spread its wings to other states. Jitendra Kothari, director, NN, reveals that the company is in talks with some media houses for partnerships. ‘‘We’ve approached leading Hindi dailies in Madhya Pradesh, Punjab, Uttar Pradesh, Jharkhand and other states. There’s been some positive response. We have an editorial strength, which they can certainly leverage on,’’ he says.

NN was launched in 1996 as a weekly and became a daily in April 2007. The paper is priced at Rs 3 and caters to businessmen, stock-brokers, traders, chartered accountants and property dealers. Kothari states the content is different in some ways from its English counterparts. While one page is dedicated to local news, the rest of the paper focuses on national and international news. ‘‘But our USP is the importance we give to the need of the Hindi-reading business community in terms of business and economic news and analysis, which helps in their decision making,’’ he explains.

Looking at advertising revenue, almost 25-35 per cent of it comes from manufacturers in the interiors of Rajasthan and from places like Udaipur, Bikaner, Jodhpur and other business cities. As Kothari states, the advertisers are ‘‘people who want to reach out to entire Rajasthan, but do not have enough budget to go with the regular dailies like Rajasthan Patrika and Dainik Bhaskar.’’

He seems unfazed about the entry of biggies like ET, BS and the Jagran-Network18 paper into the regional-language space. ‘‘We want some big players to enter the market. Nobody has given importance to this space as yet. We look at it as an opportunity to partner with them,’’ he says optimistically.